Why Have We Only Mastered Viewability Measurement On Desktop?
Marketers increasingly and understandably want paid media to be viewable, and with that desire comes the need for third-party measurement and validation. Unfortunately,as we continue to see, the digital advertising ecosystem has struggled to deliver proper tools for today’s multidevice, mobile-first consumers.
Viewability has been measured and optimized on desktop for years, but even there it has its own shortcomings, as evidenced by the fact that not all desktop impressions are measurable for viewability. Mobile web and app environments present even more challenges, which the current suite of measurement tools built for desktop don’t sufficiently tackle.
Mobile is the linchpin to a true cross-device viewability solution, yet no one has solved this riddle. Brands, agencies and even technology providers need to start thinking about mobile viewability separate from desktop.